LEXUS RACING INTEGRATED CAMPAIGN

The Ask: Create an awareness campaign for Lexus Aim Vasser Sullivan IMSA Racing team that reached a new demographic outside of traditional racing and Lexus fans.

The Creative Concept: To reach this new audience we pitched clients to put media dollars behind an additional paid social execution for the first time and created thumb-stopping video content. The campaign spanned print ads in Racer Mag, program ads for all IMSA races, digital placements in the form of banners, homepage takeovers on Racer.com and USA Today in addition to the new paid social videos. For the season I created a cohesive design that I incorporated into each medium.

Role: Art Direction // Design

Copywriter: Alla Arutcheva

Awareness video optimized for social media. Created with 9x16 mobile spec in mind with cut downs created for 4x5 and 16x9.

Print Awareness Ad

Homepage takeover for Racer Mag and USA Today.